The Integration of Graphics, Packaging and Marketing

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum is March 29, 2011

The Big Picture:The Integration of Graphics, Packaging and Marketing

Graphic Communications at

John Foley, Jr.President/CEO interlinkONECEO/CMO Grow Socially


• Where Did I Come From and What Am I doing Today In The World Of Graphics Communications

• The World of Marketing and Communications

• What The Future holds In The World Of Graphic Communications

• Keys To Success: Integration & Transformation

Overview


@johnfoleyjr

Before I begin!

Please turn your phone ON!

ON PLEASE!SILENT but ON!


• Grow Socially, Inc – Support Services– Online Marketing/Social Media– Plan, Manage, Execute and

Measure

• interlinkONE – Software (SaaS)– Enterprise Marketing

Management Software– Plan, build, manage, execute

and measure all marketing activities

I love Mar(H)keting!

Incorporated 1996Wilmington Massachusetts

30 EmployeesServe the Print, Fulfillment, Mailing Service

Provider Community aka Marketing Service Providers

John Foley, Jr.CEO/CMO Grow Socially / CEO – interlinkONE


• Jetsetter Status on FourSquare

• Ranked #16 as a Top CMO on Twitter in 2010

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010

• Member NAPL, PIA, NPES, DMA, AMA, BMA, Dscoop

• Inducted into NAPL’s Soderstrom Society in 2010

John Foley, Jr.Accolades and Accomplishments


John Foley, Jr. Accolades and Accomplishments

Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date April 2011 - http://ilink.me/booksite

Give away 10

Facebook.com/johnfoleyjr

Twitter.com/johnfoleyjr@johnfoleyjr


My Professional PathTimeline: 1978-present

Software Configuration DOD,Automating Real Estate Offices

Teaching and developing software applicationsTechnical/Training manual writing

At least 10 Business Plans, Numerous edits2 Successful Businesses

Raised 2 Million dollars private investment for 1 company3 Children, 1 Wonderful wife

***Biz plan update = Provide Marketing software to Print Service providers in YR2002 (The Channel Multiplier)

Then…


Bang Head Here Scenario

ABC Printing Company


Complex VDP -Direct Marketing/1:1 PersonalizedCommunications

Inve

stm

ent/S

kill

Leve

l

Entry Level VDP - Simple BusinessCommunications

Web To

Print

TransPromoCommunications

Multi-Channel Communications

Solution Sophistication

Entry Level VDP - Simple BusinessCommunications

2009 - Source InfoTrends

The Customized Communications Continuum

$$$$$

$

$$

$$$


The World of Marketing Communications

The Communication Shift


New revolution Social Media video

http://ilnk.me/Clemson11

Type this into your browser

http://ilnk.me/Clemson11

5th Annual Bill Treadaway Print Leadership Forum Source: DMA Statistical Fact Book 2010

What does it look like out there?

5th Annual Bill Treadaway Print Leadership Forum Source: DMA Statistical Fact Book 2010

What does it look like out there?

Graphic Communications


Marketing Spend


Marketing Spend

GannettLocal Blog

http://blog.gannettlocal.com/

http://blog.gannettlocal.com/


The Print Channel


Future TrendsNear Term:

Print, Mail and Fulfillment Service providers(PMFSP) offering marketing

services.aka

Marketing Services Providers (MSP)“Becoming a larger part of the

Marketing Value Chain”


Business Transformation PMFSP to MSP

Conception & Strategy Response & Renewal

• Market Research• Campaign

Strategy• Branding,

Creative & Content

• Digital Strategy & Development

• Business Rules Development

• Media Planning & Buying

• Premedia

• Data Compilation• Hygiene/

Data Processing• Hosting• Analytics &

Modeling• CRM

Implementation• Reporting• List

Management/Brokerage

• Broadcast Planning & Production

• Forms, Component & Specialty Printing

• Digital Printing/ VDP• Lettershop/ Mailing• Transaction

Processing• Digital Execution• E-Mail & Mobile

Messaging• Promotions/Events• Ad Serving

• Direct Response Campaign Support

• Inbound Call Center

• Web Customer Support/Processing

• Outbound CRM

• Print Collateral

• Digital Collateral

• Pick-and-Pack

• Sampling

ConsultativeServices Data & Analytics Campaign

Execution FulfillmentCustomer Contact

Implementation

Information-Centric Production-CentricInformation-Centric Production-Centric

Winterberry Group’s Marketing Services Value Chain


$Business/Marketing/Sales Process Redefined

Education

Year 1 Year 2 Year 3

Business >>>>>>>>>>>>>>>>>>>>>>>Transformation

Business Fundamentals-Plans-PositioningDabble in some offerings:-Purls-Emails-VDP- Cross Media

Capability additions:Data ManagementMulti-Channel OfferingsExecuting integrated campaigns-Emails, PURLS, VDP, QR Codes -Workforce training-Technology to support-FULL Campaign Management

Fully Developed-Brand-New marketing offerings-Customer recognized partner not vendor-New technology and/or solution aware

Transformation timeline


Business Transformation $Sales Process Redefined

Marketing Communications Marketing

Service Providers

Education•Seminars, Classes•Whitepapers, Articles,•Webinars•X,Y,Z

Marketing Execution

Print•Digital•Commercial•Offset•X,Y,Z

Prin

t

Mai

l

Fulfi

llmen

t

Mail•Bulk•Presort•X,Y,Z

Fulfillment•Kitting•Small Box•Literature•Premiums•Product

Sales Assessment

Education

Business Plan - Resource Assessment- Business Management

Delivering Marketing Communication programs,

•Marketing Programs•Email•Webinars•Training•Social• Linekdin• Facebook• Twitter• Youtube

BusinessAssessment

Data Management

Transformation Components


• Builds solutions uniquely designed to provide:– Relevancy in Content: It provides the

right information in the right context – message and personalization

– Relevancy in Contact: It provides this information to the right people

– Relevancy in Channel(s): It delivers this information to the right people in the proper channel(s)

– Relevancy in Media(s): It delivers this information to the right people in the proper channel and on the proper Media(s)

– Relevancy in Response Channel(s): It allows the right people to respond in their appropriate response method

– Relevancy in Time: It presents this information to the right people in the proper time

The Marketing Services Provider Focuses on Relevance


Emerging Printer Class: Marketing Service Providers

• 16 of 188 PSPs identified themselves as Marketing Service Providers (MSPs)– Print is only one output option—utilize other options like e-

mail, personalized URLs, etc.– Highly e-enabled services

• e.g., Web-driven variable data printing, digital asset management, and multi-channel campaigns

– Half of these MSPs reported revenue growth in excess of 20% annually

Source InfoTrends 2009


• One-to-one ROI-driven multi-channel relationship marketing solutions (and associated measurement metrics)

• Data modeling and data mining • Web-based print solutions • Digital asset management systems • Marketing Campaign Comprehension,

measurement and metrics• Mailing and fulfillment , packaging and more• Best-in-class prepress and print production

(Table stakes)

The Emerging MSP Portfolio


Multi-Channel Marketing

What is it?


Reaching the Target Audience


MSP’s - Offering IntegratedMulti-Channel Marketing – Key to Success


March Seminar

Email SMS / Text Print

Invitation Email Invitation Text Direct Mail Invitation

PURL / Response Page Reply Text PURL

/ Response Page Call Center

- Week Follow-Up -

Reminder Email Reminder Text Reminder Direct Mailer

PURL / Response Page Reply Text PURL

/ Response Page Call Center

Measuring Response Rates

Email vs. Text vs. Print

22% You’re Invited!

6% Win a FREE gift!

47% Check out our March Seminar

25% Are you interested in attending?

Measuring Subject Lines

A Sample Multi-Channel Campaign


$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersLanding Pages

OffersEmailsBlogsPolls

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified Leads

Sales


Key to Success• Business Plan Review• Marketing/Sales Plan• Resource needs met• Self Promotion– Branding & Positioning Website Collateral Demo Sites

– Campaigns• Cross-Selling• New Prospects


Future TrendsIntegration and use of Social

MediaMobile

QRcodesWatermarks

Near Field Communications


Integrating with Mobile

Meet the

QRCodeQRConnect.comQReateandTrack.com


“Quick Response”




What the QR Code Contains



You need one of these


Applications to Scan QR Codes


Point. Snap. Jump


Best Practice – Drive Recipient to Mobile Friendly site



QRCode Collage

• Examples of them used. Packaging, maielrs magazines and more…








Make Print Come Alive


Nutritional Information


Best Practice - Measure


Integrating with Mobile

Digital Watermark

Near Field Communications


Social Media in the Communications Mix

Embrace it!


Oh Ya! We are getting Social


Online Marketing/Social Media Marketing Plan

• Describe Business and Its Goals

• Know Your Audience• Value Prop / Keywords• Humanize Your Brand• Content Resource &

Distribution Strategy • Measure Your Success

Strategy

Before Tactics!


Service Provider - Twitter Page


Service Provider – Facebook Page


Service Provider - YouTube Page


Online/Social Media Marketing Best Practices – MSP’s

• Start with a plan• Deploy tactics• Listen, Engage,

participate• Measure• Repeat


Wrap up

• Industry that’s in transition

• Multi-Channel Marketing is in

• Mobile Media Marketing works well in print

• Social Media is Part of the Marketing Mix


Final thoughts - Drive Change

5th Annual Bill Treadaway Print Leadership Forum iFlyMobi.com

Scan the QR Code

Invitation to Connect with Me

Presentation will be on Slideshare.net /interlinkONE

http://ilink.me/JR


Q&A

The Integration of Graphics, Packaging and Marketing

Technology

vdp

print

marketing

world

execute

purls

gt

manage